Digital advertising has been given clear direction by the Australian Association of National Advertisers, Interactive Advertising Bureau and Media Federation of Australia, which have united to hand down Australia’s first set of digital working practices.
The Australian Digital Advertising Practices have been designed to support advertisers, agencies, publishers and digital platforms and to create an industry standard across the whole supply chain.
The Australian Digital Advertising Practices are based on five key operating principles;
AANA chief executive John Broome said the practices offered practical guidance for marketers seeking to drive effective and efficient digital ad investments.
“Our collective goal was to create a common language and set of best practices that could be used by all participants throughout the digital ecosystem,” he said.
“AANA, IAB and MFA and our combined membership cover all points in this ecosystem and working together, as opposed to separately, offers us the best prospect of achieving positive change. The approach we are taking means that that the right questions and right discussions can now be had between advertisers and their partners. These will deliver better outcomes for all.”
The team of advertisers, publishers and those working in agencies who developed the guidelines focused on covering five key issues in four pillars.
Mr Broome said the timing of the release was not related to a hot market issue, but rather a joint realisation of the participating members to address a need in the market.
“The IAB, the MFA and myself were having one of our catch-ups, as we do on a regular basis, and we all came to it at the same time – it’s like fate intervened and we said, you know what, we should actually do this together,” he told NewsMediaWorks.
The principles will be examined continually to insure they are reflective of the current media environment.